E-sports, content creator marketplace yup.gg launches platform

yup.gg, a Singapore-based e-sports and content creator marketplace, announced the launch of its platform, bringing 2,000 content creators with 50 million fans collectively.

The platform seeks to help brands access marketing opportunities in the games and e-sports industry. The company further noted that the yup.gg platform provides end-to-end campaign management tools to aid brands in planning, executing, measuring, and optimising marketing activity.

With that being said, video game IP owners, agencies, e-sports players/teams, and content creators can access new monetisation opportunities, organisational tools, and a network to connect and learn from their peers.

yup.gg mentioned that the launch of the platform is a way to address the US$77 billion games market in Asia Pacific and Latin America.

yup.gg is founded by Raiford C. Cockfield III, a former Head of APAC – Twitch, an Amazon Company; Nicholas Khoo, who brought 14 years of e-sports experience; and Tim Zhu, a former Head of Supply Chain Engineering – Applied Materials.

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yup.gg has entered into several non-exclusive partnerships with companies such as Branded, Globe Telecom, and other regional partners. Some agencies, e-sports teams, and content creators based in Southeast Asia and Brazil have also signed up to monetise their offering through yup.gg.

“We aim is to create a home for passionate e-sports and game-loving content creators to find monetisation opportunities and feel safe and informed in the decisions they make to grow their careers. All this while helping brands discover and work with creators most effectively and efficiently possible,” said Cockfield.

yup.gg said it recently completed its seed round, led by Kickstart Ventures and global e-sports industry executives, including former Twitch founding team member and executive Jonathan Shipman.

It is recently incubated at Infocomm Media Development Authority's (IMDA) PIXEL innovation space in Singapore.